NDA

Atlanta’s Fashion Tidal Wave

Jonah Ruffin, Truman Johnson, John Johnson, and John Hopson or better known around Atlanta’s fashion and party scene as NDA sat down with me to discuss the beginnings of the company, bringing fun back into fashion, and the future of NDA. This multi-disciplined group of creatives are crushing the fashion scene. They are coming off an amazing showing at SpellHouse’s Homecoming Fashion Show and also running scenes outside of fashion, throwing dance parties in a small cut of Atlanta. They recently collabed with Olivia Sade to throw one of the craziest experiences of Atlanta’s Halloweekend party run. So, I asked them some questions to better get to know the collective that everyone seems to already notice. 

Who started this? What was the original idea for NDA?

TRUMAN: Well the original idea started from us in my brother’s room, cleaning up extra clothes and Jonah was like “We should just sell these clothes.” And from there, it kind of just formed together so, now it’s more than just selling clothes.

JONAH: For me, Truman styled me for a shoot, and we talked after the shoot and had very similar interests. I was like, wow this is dope. I came over another time maybe a day or so later and like [Truman] said we were in his brother’s room separating clothes. This was Summer so, we were doing the most random [expletive] just to have fun. But we were separating hella clothes, like so much clothing, and I suggested we start something out of this and make it a progressional thing since we’re all here doing this for fun. Why not make it something that’s fun and business?

What does NDA mean?

JOHN J: Do you want the formal or the informal?

Whatever you feel like sharing. 

JOHN J We might as well share both man. (laughs) For the paperwork, it’s Non-Disclosure Agreement. But, within us, amongst the family bond it’s [expletive] Do Anything. 

JONAH: Of course, but also I see a genuine connection and collection of multiple talents brought into one thing. And you can see it displayed throughout what we’re doing. Yes we do sell clothing, but we also are throwing events bringing creatives together and giving them an experience that’s new and rejuvenating and connecting people that are like minded. So, combining [expletive] Do Anything with something that’s real is what NDA is. 

Tell me about the events. What sparked the idea to not just be… a “reseller”?

TRUMAN: I believe that, especially in Atlanta, we see so many people reselling clothes, we always wanted to put a unique spin on whatever we are doing. That was when we started planning photoshoots for the clothes. So, it really became that it couldn't just be one thing, it had to be everything. That’s naturally how we’re wired. 

JONAH: And also partying is just fun as [expletive]. Selling clothes isn’t that interactive, we like people, we know a lot of people in the creative scene, so why not bring all these people together? We wanted to bring a fun side to fashion. Of course fashion and partying kind of go hand in hand, so it’s like bringing the fun to the fashion. That’s what it is. 

We have a designer in the room so, I want to get John’s [Hopson] perspective on when you’re making clothing. Are you designing for a specific person? Are you designing so you can see people rocking clothing that looks like this? Or do you just design for yourself?  What’s going through your mind?

JOHN H: Honestly, when I’m making pieces it’s all about making a statement. I say that, but I want people to wear and be their own person. I want people to be confident in that. I want people to be wearing something that is not so common, but still feel comfortable. I really just want people to step out of their comfort zone. 

I began to notice how authentic the group was. They were only selling clothes and creating these worlds out of genuine love for creating. One of the most motivating reasons people immerse in the fashion world is monetary gain, and we’d been sitting down for a while and not a single member mentioned a dollar. 

What inspires you all when you're looking for clothing?

JONAH: For me, it’s every single member's idea of fashion collaborating on one rack. So, that’s how we source pieces or thrift pieces. I feel like every one of us has a different sense of fashion and it’s shown in what we sell. 

TRUMAN: You can kind of tell who picked out what. (Both John’s laugh agreeing) 

JOHN H: How NDA is [expletive] Do Anything, it’s about having multiple attack points. And us having those multiple fashion senses, it creates a more unified and diverse front. 

I remember going to NDA’s first pop up shop on Georgia State University’s campus and I immediately noticed a change of pace from their pop up shop compared to any other pop up shop on campus combined. The way clothes were displayed and the quality of pieces. I witnessed vintage Harley Davidson handbags and True Religion outerwear that I didn’t know True Religion made at a point in time. The unlikeness of the collective’s garments were louder than anything that could have been said that day. There were clothes that no one had seen before and everyone wanted something to take home. 

What are you looking forward to accomplishing with NDA Archival in the near future?

JONAH: Creating a hub for like different creatives to be able to socialize, interact, and also connect with each other. Bringing an authentic, but still fun feel to the creative scene. Fashion is just in us, that is what lives in us. So, that will progress as we just progress as humans. Just increasing the pieces, the niche-ness of the pieces, the stories behind them, while also giving creatives a fun place to hang out and connect and be themselves is the future of NDA in my eyes. 

TRUMAN: My main point is bringing fun to fashion in all aspects. We talked about celebrities being at our parties, feeling super free, having fun, and staying true to our core. We’re not here for the clout, we’re here to have fun and do fashion. And whatever comes with that comes with it.

JOHN H: In the near future I see NDA, not only being a hub for creators like Jonah said, but also something for people to look at and realize that fashion is something that is inclusive. Everyone can enjoy it as its own thing. We want to create a fun and creative space, but at a niche level. 

JOHN J: I see NDA as a community builder. We bring everyone together, no matter if they’re high fashion, streetwear, Y2K, all black, or whatever we want to bring everybody together. So, they can feel like they can be themselves, be authentic and still have fun with everyone that may not like all the same things that you do. 

Who are you trying to bring to NDA? What customers or clientele do you imagine for you all? Who are the people that you’re seeking out?

JONAH: People that are passionate about fashion that are willing and wanting to spend money, but are caring about what they’re buying and have visions for where they want to take their artistic and fashion abilities. Within that, we want to style figureheads and people that we look up to, spread community, and give people access to pieces that are high fashion but affordable. Our target audience is anyone that is willing and wanting, anyone that is open to the world of fashion. 

If you could describe yourselves or NDA in a short phrase, what would you describe it as?

TRUMAN: [expletive], Fashion, and Fun (everyone laughs)

Triple F 

TRUMAN: Yea, triple F

JOHN J: I say sporadic, very sporadic. (Jonah laughs) You really never know what we are going to do, and we don’t know ourselves, but we will do it though!

JOHN H: All I can say honestly is cool as [expletive]. I think of NDA as a tidal wave, or even just a wave. If you want to ride then you ride the wave, if you don’t then you’re under the wave. 

JONAH: Chaotically cool. There’s a lot of chaos that goes into it, but at the end of the day everything is ending up cool as [expletive]. Anything we do will be chaotic, it will be, but at the end of the day we’re going to inspire a lot of people and have a good time. So, chaos in the coolness.

So, Atlanta’s newest archival company is reaching for the stars and becoming stars themselves. The fashion collective is more than a group of resellers that is pushing high prices for big profit gain. These creatives move as a unit and the more chaos that surrounds them, it seems like the higher they rise. The journey of this brand is something like a tidal wave, you can either ride or fall under, but you can’t say we didn’t try to warn you.